Effective Press Release Writing

Headlines and subject headers

Get this wrong and you may as well press the delete button yourself.

• Engaging subjects that make journalists open emails
• Writing brief and clear headlines
• Rules for good headlines – should you use puns?
• Important lessons from email marketing

Excellent introductions and first paragraphs

All the best press releases tell the whole story within a few words.

• Getting the essential elements in your first paragraph
• Helping the journalist write their story
• Social media friendly releases

Constructing a good story

• Using the ‘inverted pyramid’ structure
• How to pitch your brand messages without selling
• The ‘one-page’ press release template
• PR messaging templates

Writing good quotes

Quotes should humanise a press release and bring the story to life.

• Create quotes that support the story
• Making quotes publishable
• Finding the right tone of voice
• How to get the right quote from a spokesperson
• What to use instead of ‘we are delighted’

Hang on – should it be a press release?

Press releases must contain news. If yours doesn’t, you either need to ditch it or find a new angle.

• How to identify news value
• Coming up with the right angles
• Updating existing stories to make them relevant

Writing well

• Press release style rules
• Writing short and effective copy
• Using a four-stage writing process
• How not to annoy journalists